British based low-cost airline Easyjet has had a tough 12 months. Much like the rest of the aviation industry, the global pandemic has damaged the Easyjet stock price. However, unlike their major low-cost competitors Wizz Air & Ryanair, they haven’t bounced back to pre-pandemic levels. This has led to them taking an interesting new approach. Their new strategy is to attempt to win market share from national flag-carrying airlines such as BA, KLM and AirFrance. 

The rationale behind this strategy being long haul flights are expected to recover more slowly than short flights as travel restrictions will likely be eased faster within Europe. So by running more flights from larger airports will put them in direct competition with weakened big airlines and hopefully gaining some market share. It’s a potentially prudent move that should pay off when travel restrictions are eventually eased.